Uber asked us to build Uber Pro into a recognizable, scalable program that would excite top earners and boost sign-ups. What started with a few assets evolved into a full creative system—complete with messaging, design, and a robust toolkit—to help relaunch exclusive rewards like a Pro.
The work
We developed a distinct visual identity for Uber Pro, including custom illustrations, refined messaging, and a full suite of assets including: A dedicated landing page, emails, in-app visuals, and animated videos, and a scalable toolkit for global teams.
My role
I led design and art direction for the relaunch campaign, "Move Like a Pro"—guiding creative across landing pages, product, email, and video.
The impact
The Uber Pro campaign led to a 28% increase in driver engagement and tripled sign-ups in key markets. It quickly became one of Uber’s top 10 most recognized programs. The comprehensive toolkit scaled across 40+ markets, equipping teams with localized assets to drive consistent, global impact.
The refreshed system helped elevate Uber Pro from a pilot to a core driver loyalty initiative.
The toolkit spanned 50+ assets across launch and post-launch, designed to engage and excite Uber drivers and earners as well as build recognition.
I started by creating a visual framework for Uber Pro—a set of brand guidelines that felt instantly recognizable and easy to scale. It included a tier-based jewel color system, driver photography emotive type and custom illustrations.
I collaborated with Paola Cabrera to develop a set of custom illustrations focusing on rewards and benefits
